Pengaruh Nilai Pelanggan Terhadap Repurchase Intention Melalui Customer Trust dan Customer Loyalty Sebagai Variabel Intervening

Vito Andrianto Pratama Sugiarto, Aisyatul Widad Saputri, Lukmandono Lukmandono

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh perceived value terhadap repurchase intention dengan customer trust dan customer loyalty sebagai variabel intervening pada industri fashion daring. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada 400 responden, yang dianalisis menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil pengujian outer model menunjukkan bahwa seluruh konstruk memenuhi kriteria reliabilitas dan validitas konvergen. Sementara itu, hasil pengujian inner model menunjukkan bahwa customer experience dan customer satisfaction berpengaruh signifikan terhadap customer trust dan customer loyalty. Selanjutnya, customer trust memiliki pengaruh yang sangat kuat dan signifikan terhadap repurchase intention, sedangkan customer loyalty dan perceived value tidak menunjukkan pengaruh langsung yang signifikan. Temuan ini menegaskan bahwa kepercayaan pelanggan merupakan faktor kunci dalam mendorong niat pembelian ulang pada platform fashion daring. Oleh karena itu, perusahaan perlu memfokuskan strategi pemasaran pada peningkatan pengalaman dan kepuasan pelanggan guna membangun kepercayaan jangka panjang.

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